Nelson shopping centre Fashion Island is being renamed Morrison Square.
The new brand will be officially unveiled at an opening on October 9.
The shopping centre opened in 2007 and currently has 26 tenants - a mixture of clothing, stationery and homeware stores, and cafes and restaurants. The centre also hosts a Wednesday Farmers' Market.
Centre manager Nicola Dolan said the rebranding was exciting, and came after a year of work behind the scenes and plenty of research.
"Fashion Island was initially intended to be a chain of centres through the country, with the name having national recognition. Over time it was more important to situate the centre in a way relevant to where it was."
The name had become misleading over time, she said.
"Men would hear the name and think it was women's clothes, but we're so much more than that."
With the arrival of cafes and restaurants, men's clothing stores and other shops, the centre was much more, she said.
Although it had a shortlist of new names, focus groups had suggested the Morrison Square name independently, she said.
The centre borders Morrison St.
In addition to the new name, the centre had two prospective tenants, she said, with one having signed a lease and waiting for the landlord's approval, and the other close to signing. Both were national brands.
Although companies would not make leasing decisions based on the new name alone, it would make the centre more attractive, she said.
Rodd & Gunn manager Holly Parata said the rebranding was well-timed, and reflected what the centre was and "where we are heading".
Nelson Tasman Chamber of Commerce chief executive Dot Kettle, who will officially open the new square, said she was delighted with the news.
An investment in a new brand showed that the owners of inner-city retail were committed to ensuring Nelson retailing had a solid future, she said.
- © Fairfax NZ News